Personalization is a common term in marketing. Marketers have long understood personalization as a surefire way to increase conversions. Offering products or services in a targeted audience could be more effective if we use personal approach.
Personalizing campaigns is part of the larger push toward personalization marketing. This kind of marketing is most often an automated, triggered process that uses a software stack to reach consumers at appropriate stages in their buyer’s journey. It is about individualized messaging across multiple channels to develop stronger customer relationships.
Users nowadays are willing to trade personal information for personalized experiences. For example, they would like to give authorization of their social media to play the game or join the competition. To create effective targeted messaging, brand should understand the relevant touch point data to deliver optimized messaging.
By personalizing marketing messages, you can easily engage your audience emotionally, help them to commit their lives to your product. It is like your brand cares about their life and what they need. Personalized marketing also could grow the trust from your customers (increasing the brand loyalty), they would believe that your brand understands them a lot.
The sample will be like this. One day, you go to the mall on the first week of the month and then you get the message:
Let’s celebrate your salary! Good Dept has 60% discount all item – only for today!
Mentioning the name is a good strategy, to be close to your audience. You know that your user just got his salary. And you could deliver a perfect message based on perfect timing and good greeting. A well-personalized campaign capitalizes on the importance of using relevant information such as:
- Customer’s name
- Customer’s preferred communication channel
- Referencing customer’s history and current/anticipated needs
- Previous communication interactions
Personalized marketing does not only come from the audience first. You can show yourself personal to your audience. For example, by using a certain name in spreading newsletter, or even in mass marketing. Sometimes people get more excited if the sender of the newsletter is the CEO or the key person of the brand.
Personalized mobile will push campaign into action. Mobile push notifications arrive in a highly visible location, even when home screen is locked, response rates are reported to be 50% higher than out-of-sight emails. This real-time form of communication could make a better result of the campaign. The message could be personally well-delivered to the audience and trigger them to do further action. So how about next year? How personal could a message be?